Content, reimagined

According to an article in the Wall Street Journal, “Two of the shiniest objects in marketing in 2016 are branded content and virtual reality.” Can you imagine what a combination of the two could mean for your brand?  

Today, it’s all about talking to your audience instead of at them. With VR, you’ll be able to quantum leap into giving them a fully immersive experience.
In his article Are marketers missing the real story with virtual reality?, Daniel Kent-Smith says: “It’s about summoning emotions that we would never otherwise be able to feel.” 

This new reality breaks the barrier between brick-and-mortar shopping and ecommerce by letting people ‘feel’ what they want to buy without leaving home.

BMW is an early adopter with the right idea. They’ve created a VR ad that invites their audience into their world to race in one of their cars. Who would say no?

It’s easy to see why the adventure of a VR experience could result in more successful purchases but marketers will have to work harder and harder to keep their audiences hooked as the shiny-new-thing factor fades away.

Make no mistake
Being able to engage users on a VR level opens up a world of opportunities. “You can see brands creating room-scale simulations where consumers will interact with branded content,” says Anthony Batt, co-founder of virtual reality firm Wevr.

The immersive advertising potential is huge. It’s also risky. At first, the average Joe might be resistant to such “futuristic” tech. Focus your energy on making content that’s good enough to win them over. Experiment all you can.

Don’t repurpose your TV ads and hope for the best. If you’re playing in the VR realm, level up and ensure your content is created specifically for it. Consumers are unforgiving and your credibility is put into question.

VR is for (almost) everyone

“Riding the wave of smartphones is how we’ll get mass adoption,” said Clay Bavor, Google’s vice president of virtual reality.

VR may still seem niche and far-fetched to some but it’s time they wake up. Google Cardboard exists. As does the ability to make your own VR kits from Happy Meal boxes. All you need is a smartphone and cardboard to invite your audience into a new world – your world.

Ebay has already launched the first-ever virtual reality store and Getty Images has jumped on the bandwagon with Virtual Reality Group, a division dedicated to VR content creation.

Join us

With 24 million virtual and augmented reality devices expected to be sold in 2018, doors are being flung open all over. This means no excuses. Step up and step in.

As with the Internet, VR will affect the trajectory of certain industries more than others, but thinking “it’s not for my brand” isn’t an option. You’ve got to test the waters. Start swimming.

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